Building rapport with your audience is key when selling from the platform. We’ve all heard the phase “people buy from people they know, like, and trust.” Building rapport with your audience is an important way of getting them to know, like, and trust you. In short, it’s the only way to get them to buy from you.
So how do you effectively build this kind of rapport? The kind where people love you so much – they buy? Let’s look at five ways you can start building.
1. Sincerely thank your audience for being in your audience. Take a moment in the beginning of your talk to thank your audience for being there. Remember, every person in your audience made some sort of effort to be there. They took a shower, got dressed, drove across town, left the comfort of their own office or home just to hear you speak. They deserve a thank you. No, they deserve applause. So acknowledge them for their time and energy. Congratulate them for showing up. You will be glad you did and so will they.
2. Share your personal story. Tell your audience how you got where you are today. Share with them why they should listen to you. Show them that you were not always where you are today, that it was a journey that you traveled. A journey your audience does not have to take because you took it and now you can share the benefit of that knowledge with them. Stories are so powerful because they act as invisible selling. Stories relax your audience and the resistance to selling blocks melt away exposing their hearts. Open hearts equals open wallets. Take time to tell your story and let your audience get to know you personally. They may even like you.
3. Give them overwhelming value. One of the best ways to build rapport is to give your listeners great value. I call this the Lays Potatoe Chip aproach. Remember the Lay’s TV commerical? “Bet you can’t eat just one!” Give a whole potatoe chip and your audience will want more. Don’t be afraid of giving too much. It would be impossible to give away in 20 minutes what you have spent learning and developing for years. Give. And the law of reciprocity will pay you back, 10 fold.
4. Be the bearer of good news. In this ever changing world, speak about what’s positive not negative. Speak about the benefits that your products or services will bring. Come from a heart sell and not a hard scary sell. Show them how they will be better off with your products and services. Show them you care and start speading good news.
5. Paint the dream. Believe it or not, you are selling HOPE. Hope for a better life, a prosperous future, incrediable vitality, loving relationships, and on and on. Sell the hope of what problem your product or services solves for your listeners. Then paint the dream. Use vivid words in a story to paint a picture of what life would be like after working with you or after using your products. Paint the dream. Make them see it in their mind.
Start using these ideas to build rapport with your audience during your next presentation. Afterwards, pay close attention to the quality of people who come up to you at the end of your talk. You’ll be amazed how easy it is to attract your ideal clients and customers. You’ll only work with raving fans, people who love you and that you love as clients. You see, building rapport works both ways.
The Persuasive Speaking Coach